Throughout the campaign, we targeted single people at times they were most likely alone. These single-sized containers revealed the logo at the bottom to point out that a better meal, and a better life, are just a membership away.

With the number of female XBOX Live players on the rise, we used the opportunity to offer men and women the chance to come together virtually. After playing, we gave them the option to exchange usernames or link directly to one another's profile page.

We couldn't ignore the fact that single people watch porn. That's why we created these videos and advertised them as authentic online porn. But when played, it was learned the actors' voices had been dubbed over... and the couples are just having hardcore relationship conversation.
Watch the video here.